Dr. Githa S Heggde



Bachelors of Science (BSc), Madurai Kamaraj University  

Master of Business Administration (MBA), Mangalore University 

Ph.D. (Management), PSG College of Technology, Bharathiar, University, Coimbatore

Executive Education: Harvard Business School, Boston, USA


Area of Specialization:

Marketing Management, Sales & Distribution, Supply Chain Management


Research & Publication:


Research Papers:


Heggde Githa, Gayatri Sasi Tampi,, “Multiple mediating role of brand commitment and brand loyalty between brand identification and brand citizenship behaviour: evidence from IT companies in Bangalore”, International Journal of Indian Culture and Business Management, Accepted for publication.


Heggde Githa, Moovendhan V, “Improving the route effectiveness of the intercity bus operators by co-optation: a data envelopment analysis”, International Journal of Public Sector Performance Management, Accepted for publication.


Moovendhan V, Sakktivel, Heggde Githa, “Investigating the relationship between Age and Smart Phone Usage Patterns: Evidences from Indian Smart phone Users”, International Journal of Business Excellence, Accepted for publication.


Heggde Githa, Renu Lata Rajani, “Capacity Management in Supply Chains – A critical Review and Directions for Future', International Journal of Business Excellence, Vol 19, No. 1, 2019.


Heggde Githa, Saxena Sowmiya, “Impact of audience specific factors on product placement: A literature survey, International Journal of Research in Commerce and Management, Volume 9, Issue 1, January 2018.


“Latest Trends in campus recruitment”, January 11, 2018, Deccan Herald, http://www.deccanherald.com/content/652952/latest-trends-campus-recruitment.html.


Heggde Githa, Gayatri Sasi Thampi “Employee response to dimensions of Internal Branding: A literature review”, FOCUS – The International Journal of Management Digest, Vol 12.2, pg 17., March 2017.


“Getting Admission call from a premier Business School”, Dallal Street Investment Journal, January 19th 2017, http://www.dsij.in/article-details/articleid/17796/indias- best-business-schools-interview-dr-githa-heggde.aspx.


“Aiming it Right “, Precision Marketing at Citi Bank, A case study, Indian Management, November 2016. Pg 37-44.


“How international collaborations are transforming Indian education”, EducationBiz.com, November 15 2016, http://www.franchiseindia.com/education/How-international-collaborations- aretransforming-Indian-education.8957


“The Future of Petroleum Business at RIL – To Stay or to Exit"by Emerald Emerging market case studies, DOI 10.1108/EEMCS-03-2016-0044


VOL. 6 NO. 4 2016, pp. 1-27, © Emerald Group Publishing Limited, ISSN 2045- 0621 EMERALD EMERGING MARKETS CASE STUDIES, Nov 29th ,2016


“Consultancy in Indian Market”, Consultants Review Magazine, April 2016, pg 33.


“Stumbling at the last mile”, Hindu, Business line, 15th March 2016, http://www.thehindubusinessline.com/specials/new-manager/stumbling-at-the-last- mile/article8356187.


Heggde Githa, JP Mulki, Barbara Caemmerer “Leadership style, salesperson's work effort and job performance: the influence of power distance” , Journal of Personal Selling and Sales Management, (ISSN 0885-3134 (Print), 1557-7813 (Online), Volume 35, Issue 1, 2015.


“Analytical Study on the Perceptions of Hotel Undergraduates on Industrial Training”, International Research Journal of Business and Management, ( ISSN 2322 083X), Volume XIII, Issue 9, July 2015.


Heggde G.S. (2015) Distribution Strategies for Enhanced Channel Partner Performance. In: Robinson, Jr. L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham, pg 168


Heggde Githa, Pratima Narayan, “Regulatory Issues Concerning Information Standards in Online Consumer Contracts”, Social Media Marketing, Emerging Concepts and Applications, Pg 28, Excel Books, 2014.


“Luxury Market - Will India beat China”, Indian Management, A Business Standard Publication, Volume 52, issue 3, March 2013, pg 24


“Benefit Perceptions and preferences of organic food customers, An Emperical Analysis of Urban customers”, EuroMed Press, October 2012, ISBN: 978-9963-711-07-9, pg 814


“Mahindra First Choice Wheels Limited- The First Choice”, Metamorphosis, A Journal of Management Research, Vol 10, Number 2, July-December 2012, Page 82, ISSN 0972-6225.


“Factors affecting brand switching behavior by Gen Y- a study on Apparels”, “ Shaping the future of research in Marketing in Emerging Economies”, Pearson publications, January 2012, Page 229.


“Second to none- Mahindra first choice wheels limited”, Aweshkar, Vol. XII, Issue 2, September 2011, pg 132, ISSN 0974-1119.


“Distribution strategies for enhanced channel partner performance”, AIMA Journal of Management and Research, Vol 5, Issue 7/4, May 2011, ISSN:0974 – 9497, link http://www.aima-ind.org/ejournal_new/index.aspx.


Heggde Githa, Panickar Sunitha ( 2011), “Causes of Sickness and Turnaround Strategies in Public and Private sector organizations”, Vilakshan, XIMB journal of Management, Vol VIII, Issue No.1, March 2011, Pg 53-70, ISSN 0973-1954.


“The new communication model a dialogue, not a monologue”, The Asia Age, March 24, 2011, Link: http://www.asianage.com/arts/new-communication-model-dialogue- not-monologue-902


Githa Heggde, Stuti Kumar (2011) “Strategies for sustainable Channel relations in Mobile telecom sector”, Journal of Economics and Behavioural Science, Vol 2, No 1. Pg 7-18.


“Analysing cases on Business turnaround strategies”, Research World, Vol 8, 2011, ISSN 0974-2379, http://www1.ximb.ac.in/RW.nsf/pages/S8.9


“Building a strong corporate branding for B2B companies”, Aweshkar Research Journal, Vol X, Issue 2, September 2010, pg81.


“Comparative Analysis on causes of sickness and turnaround Strategies at Public and Private Organizations”, Business Development across countries and Culture ,EuroMed Press, ISBN: 978-9963-634-83-5, November, 2010, pp 419- 438.


“Nature, elements and process of customer orientation: evidence from service front line”, Managerial and Entrepreneurial Developments in the Mediterranean Area, EuroMed Press, ISBN: 978-9963-634-76-7, October, 2009, pp 1083-1093.


“Channel design for effective bi-directional relation”, Aweshkar research journal, Vol VIII, Issue 1, March 2009, ISSN 0974-1119, pp 43


“Channel design for effective bi-directional relation in FMCG sector”, European and Mediterranean Trends and Challenges in the 21st Century, EuroMed Press, ISBN: 978-9963-634-58-3, January 2009, pp 296-315


“Research on Distribution Channel Management”, Research World- innovations in Management-Related Research, February 2009, Vol 6, ISSN 0974 -2751.


“Socially Responsible MaFoi”, Hand Book on Management Cases, Allied Publishers pvt Ltd, December 2008, pg 3.


“Transforming channel relationships by identifying Super-ordinate goals between Channel Partners and channel Managers”, Association of Indian Management Schools, August 2008, Vol II, pg 43.


Sales and Distribution Management , Text and Cases” , Excel Books, 2007


Applied Marketing, Excel Books , 2008.


“Dealing with the dealers, The Finolex Cables way”, Select Cases in Management, Allied Publishers pvt ltd, 2007, pg 8, ISBN 10: 81-8424-262-X


“Supplier Attributes that impact Institutional Buying Behaviour- A study on FMCG Supplies to Hotel Industry”, AIMA journal of Management and Research, Feb2007, Vol.1, Issue ¼.


“Enhanced Response Campaign”, Advertising Express, ICFAI Press Ltd, May 2006, pg 24.


“Dealer perception on Philips Domestic lighting products”, Business research conference, Vikas publishing house pvt ltd, 2004, pg 2.106.




Business development and B2B sales strategies for Indian Buyers, Conco Services, USA. March 2016


Retailing and Promotion Strategies for Indian market entry, Mackly kidswear, Srilanka, September 2015 to December 2015


Customer retention for Biocon, December 2014


Application of Shared Services Marketing, EY, Bangalore, September 2014 to January 2015


Go to market strategies for helmet cleaner, 3M India limited, Bangalore, July august 2013.


Hiring and training process in IT Industry, ASM technologies, March 2013 to June 2013


Competitor analysis, Website and SEO Analysis, Management strategies for growth for Modalminds, USA, July- Sept 2012


Evaluation of performance of KSRTC in terms of customer centricity and the leadership effectiveness. January 2012


Evaluating market potential for non-defense use of UAVs in India and UAE for MLB corporation, USA, December 2011


Dell Computers, Brand Metrics and applications for the company, October 2011- December 2011.


Market strategies for Indian market, A study for iWatt, US-based company manufacturers of smart meters interested in expanding into the Indian market, September –November 2010.


3D connexions, Logitech Pvt Ltd, USA, Indian Market entry study (Go to market strategies). September 2009- December 2010


Careers as product managers, Adaptive Marketing, Bangalore October 2010.


Infosys technologies, Bangalore on Sales and Marketing. 2009-2014


Power Research and Development Consultants Ltd (PRDC),Bangalore on Sales Management and Skills. July 2009


Codissia (Coimbatore District Small Industries Association) ‘Cluster of pump sets’ on International Market potential and Management Practices 2002


Viduth motors, Coimbatore on sales force development January 2003


PSG Institute of Medical Science & Research on front office Management and sales team development. March 2003


Undertook consultancy during Aug and Sept 2004 for Silvertex-to study the market potential for fibre fill pillow.


Conducted research on “The role of Company Executive in Channel Management of FMCG, mobile telephony and Banking Sectors”.


International Conferences:


Chair, International Conference on, “ Applied and/or Interdisciplinary research: Emerging Economy Perspective”, 21st and 22nd December 2018, IFIM Business School.


Chair, International Conference on, Management 2022- Growth and Sustainability Challenges, 15th and 16th September 2017, IFIM Business School


Organized Seminar and Interactive Session in association with CII-IWN on “Career after the break " on 22nd July 2016 at Britannia Industries . Was also the speaker at the seminar


Invited as a special guest and helped organize the Social Media Week by R Square Consulting on 9th and 10th June 2016 at Leela Palace, Bangalore


Organised Industry connect workshop and addressed the Pepperdine University executive delegates on “Business in India”, on 13th to 15th September 2016, Hotel Oberoi, Bangalore.


BrandWealth in association with FCB Ulka, 13th to 15th November 2014.


Conducted a 2 day high level International Conference on Social Media Marketing in Emerging markets, as Co-Chair of the conference in association with Academy of Indian Marketing( AIM) at ITC, Gardenia, Bangalore 27th to 29th July 2014.


Organized a seminar on “Marketing Management for the new Millennium” which was attended by senior level Marketing executives of leading Organisations of India, Sept 1998


Organized various seminar with corporate officials at Welcome Group Graduate, School of Hotel Management, Manipal. 1994-1996


Organized various “Meet the CEO“ Programmes at PSG Institute of Management.1997- 2006


Organized various exhibitions and cultural programs.


Organized a Seminar on Competitive Marketing Strategies for Globalisation at PSG Institute of Management during Oct 2001.


Organized a seminar on “International Business” at Tuticorin, Jan. 2003


National Conferences:


Was an invitee to the 30th AIMS convention, Infosys convention centre, Bangalore , 30th August to 1st September, 2018.


Attended, IMC annual conference on Management Education at IIM Bangalore, August 3rd and 4th, 2018.


Attended the International Conference by AACSB (ICAM) at Honolulu, Hawaii 22nd to 24th April 2018.


Attended the Southern regional council meeting of CII-IWN as office bearer, 4th October, 2017, Trivandrum.


Special invitee and attended the CII, State Council meeting at Radisson, Mysuru on 3rd October 2017


Special invitee at the session on , “Industry-Academia collaboration, Research and Innovation”, by CII, 12th April, 2017.


Special invitee, “CII Planning Session” for incoming office bearers, 28th March, 2017, Taj West End


Participated in the, “Business Accreditation Seminar”, conducted by AACSB at Mumbai, 13th and 14th February 2017


Invited for the Fifth meeting of the CII CEO forum 2016-17, 8 Nov, 2016, Hotel Ritz Carlton, Bangalore.


Part of the State council meeting of CII, 11th November 2016, Mysore


Participated in the “Spirit of Entrepreneurship” 20th NHRD Annual Conference, 8-9 Dec 2016, Royal Senate (Gate 6), Palace Grounds, Bangalore


Special Invitee to the 11th CII Innovation Summit at ITC Gardenia on 6tha and 7th August 2015


Special invitee at the session with Dr. Philip Kotler, on the 19th of November 2014 at St John’s Auditorium Bangalore by Philip Kotler Marketing Forum


Attended the 7th National Brand Summit, ‘Challenges of Re-building Brand India: Role of Industry’ by AIMA, 5th February 2013 , Taj Westend, Bengaluru.


Attended an Intensive Programme on “Transformation of Organization in relation to Human Resource Development” at Indian Institute of Management, Ahmedabad, Aug 1996


Attended Conferences held by Federation of Hotel and Restaurant Association of India at Taj Hyderabad, Nov 1992.


Attended Conferences held by Federation of Hotel and Restaurant Association of India at Taj Aguada, Goa, Nov 1994.


Attended a Faculty improvement programme in Marketing Management at TA Pai Institute of Management, Manipal in Nov 2001.


MDP on ‘International Marketing Research’ at IIFT, Delhi, Oct 2002


Seminar on Health Management by FICCI Ladies organisation, Delhi, Oct 2002


Attended a seminar on ‘Family Business’ by CII, at Karl Kubel Institute, Coimbatore during Dec. 2002


Attended workshop on ‘Creativity for Business development’ organised by FLO, Hanns Seidel Foundation, Germany, during Oct. 2002


Conference on “Brand identities and Design” at National Institute of Design, Ahmedabad, Mar,2003


Attended a program on “Customer Delight and Customer Loyalty” organised by CII at Leela Palace ,Bangalore, during 17th and 18th June 2004.


Attended workshop on “Service skills for frontline executives” by CII Bangalore on 23rd and 24th May 2005.


Participated in a National Conference on “SCM and CRM” organised by Computer Society of India on 10th, 11th June 2005 at Coimbatore.


Was selected to participate in an intensive program on “Wealth Management” sponsored and organised by ICICI Bank during 1st to 11th July 2005 at Thailand.


Was Invited for the 22nd Anniversary celebrations of Association of Women Entrepreneurs of Karnataka, on 3rd December 2005, Bangalore and attended the AGM.


Attended the 22nd Annual meeting of FICCI Ladies Organization at Federation House, Tansen Marg N.Delhi, representing Coimbatore Chapter as the Chairperson 8th to 10th May 2006. and made a presentation on FLO Coimbatore activities.


Attended a one day workshop on “Program yourself for Peak Performance” by Dr M.I.M. Nehruzii, organized by the Management PSG Institutions, on 29th September 2006.


Attended the “Regional Round Table of Deans and Directors”, By AIMS at SDM, IMD Campus , Mysore on 14th July 2007.


Attended a program on “Eat Right and Stay Young and Vermiculture” organized by International Prune Association and FICCI Ladies Organization , Coimbatore on 22nd August 2007


Participated in “5th India Innovation Summit” organized by Confederation of Indian Industry (CII) at Bangalore on 12th and 13th June 2009.


Participated in “Cross Border Investment- Funding Opportunities in challenging times”, by The Indo Italian Chamber of Commerce and Industry on 19th June 2009, at Hotel Chancery Pavilion, Bangalore.


Participated in a workshop on Case Writing and Case teaching hosted by Indian School of Business in association with Richard Ivey School of Business, IIT Mumbai and Welingkar Institute of management during 1-4th October 2009.


Participated at the Brand summit on Marketing disruption organized by CII, on 19th and 20th February 2010 at Taj Westend, Bengaluru.


Participated in “6th India Innovation Summit” organized by Confederation of Indian Industry (CII) at Bangalore on 17th and 18th June 2010.


Participated in Global Colloquium on Participant Centered Learning at Harvard Business School, Boston from July 25th to August 7th, 2010.


Meeting with Pepperdine University Business School Deans, at Grazodia Business School Campus, LA and Malibu on the 9th of August 2010.


Was invited to attend the ACMA meet for a members interaction with president at Taj Westend, Bangalore on the 25th October 2010.


Participated at the follow on session of the Harvard, Case writing and Case development discussions at Harvard center, Shanghai 17th to 21st January 2011.


Was invited and attended the CII Southern Region Annual Meeting 2011on 25th March 2011 at Hotel Taj West End, Bangalore


Attended the Seminar on Business Opportunities in Toronto organized by CII on 5th May 2011 at Taj West end, Bangalore.


Attended the National conference “Live and Breath the change”, organized by National Human resource development (NHRD), in Bangalore, 16th and 17th November 2011.


Attended the Tie entrepreneurial summit, 2011 at lalit Ashok, Bengaluru, organized by Tie International, on 15th and 16th December 2011.


Attended the leadership conclave on “Leadership Differentiator- Igniting ideas, creating success”, at Mahindra satyam learning world, organized by NHRD at Hyderabad, 31st January 2012.


Meeting with delegates from Rollins College, Florida, and discussion on “ China and India Centre” at Rollins University, May 20th, 2012, Chancery Pavilion, Bangalore.


Invited by Professor Emeritus David Weinstein, INSEAD for a meeting and discussion on B2B marketing, 27th June, NMIMS, Bangalore.


Invited by FICCI Ladies Organization for their preliminary meeting for opening a new chapter in Bangalore, UB City, 16th October 2012.


Books Published:


Githa Heggde and G., Shainesh (Eds.) (2018), ‘Social Media Marketing: Emerging Concepts and Applications’, Palgrave Macmillan


Applied Marketing, Excel books, April 2012.


Book Chapter: A Critical Analysis of Consumer Protection in Social Media Selling with Reference to Information Disclosures, Social Media Marketing, Springer, https://link.springer.com/chapter/10.1007/978-981-10-5323-8_13